反垄断法视野下职业体育电视转播权的营销.PDFVIP

天津体育学院学报 2011 年第26 卷第1 期 Journal of TUS Vol．26 No．1 2011 62～67 ● 专题研究 Special Lecture 反垄断法视野下职业体育电视转播权的营销 向会英，谭小勇，姜 熙 摘要：职业体育电视转播权的营销已成为职业体育的重要经济来源之一，直接影响着职业体育的发展。作为一种市场行为，职业体育电视转播权 的营销理应受到反垄断法的调整。随着我国《反垄断法》的颁布与实施，也必然会对职业体育电视转播权的营销起到调整和规制作用。采用逻辑 分析、对比分析的研究方法，对职业体育电视转播权营销的反垄断问题以及职业体育发达国家的电视转播权在反垄断法框架下的营销策略进行 分析，结合我国转播市场的具体情况，提出《反垄断法》框架下职业体育电视转播权营销的思考与建议。 关键词：职业体育；反垄断法；赛事转播权营销 中图分类号： 文献标识码： 文章编号：1005- 0000 2011 01- 0062- 06 G 80-05 A （ ） Marketing of Broadcasting Right in Professional Sports from the Perspective of Antitrust Law XIANG Huiying ，TAN Xiaoyong ，JIANG Xi （Research Center of Sports Law ，Shanghai University of Political Sciences and Law ，Shanghai 201701，China） Abstract: The sale of professional sports broadcasting right has become an important source of economy in professional sports. It directly influences on the development of professional sports. As a market behavior ，the sale of professional sports broadcasting right must be regulated by anti-monopoly law. With anti-monopoly law promulgated and implemented in China ，it also will plays adjustment and restriction role in professional sports television right marketing .This paper used literature study and logic analysis ，comparison and analysis of the research methods ，to analyze the anti-monopoly problems in profes－ sional sports broadcasting right marketing and anti-monopoly law professional sports rights under the framework of marketing strategy in professional sports developed countries. In combination with the specific conditions and broadcast market in anti-monopoly law in China ，thinking and the suggestion to pro－ fessional sports broadcast marketing under the anti-monopoly law framework were provided. Key words: professional sports ；anti-monopoly law ；sports broadcasting right 职业体育是竞技体育产业化的前沿，发展职业体育是发展 在反垄断法框架下电视转播权的营销策略，为构建我